• by Sarah Mahoney , May 11, 2011

When it comes to the manly world of tools, power tools, and power equipment, purchasing behavior is changing, reports the NPD Group. The category -- which amounts to about $5.3 billion in outdoor power equipment annually, $1.7 billion in power tools, and $1.3 billion in hand tools -- is seeing older shoppers, as well as an increase in online sales, says the Port Washington, N.Y.-based trade group.

Since hardware sales are closely linked to the real estate market, it's a category that was hit hard. "And the recovery has been such an ebb and flow," Peter Goldman, president of NPD's home division, tells Marketing Daily. "It's either one step forward, two steps back or two steps forward and one back, especially with housing metrics. So we expect we will stay in this slow recovery mode, which forces consumers into need-based purchases. They're saying, 'I may not be able to remodel my kitchen, but I do have to fix the hinges on the door.'"

Among the shifts? An increase in online sales, with 9% of power tools and 7% of outdoor equipment items now acquired via the Internet. "While there are plenty of people who say 'I want it now,' all around us, people are accepting that the Internet is a more convenient way to shop," he says.

DIYers bought 19% of their hand tools through mass and warehouse club channels, while the specialty channel grew by 7%.

Demographics are also shifting: Those 45 years and over accounted for 11% more in hand tool sales in the 12-month period, while those 65 and over accounted for 30% more in power tool sales, and 16% more in outdoor power equipment.

Hot sellers in the last 12 months include snow throwers/blowers -- up 6% compared to the same time last year -- electric staplers and brad nailers, up 7%, and wrench sales, also up 7%.